2017 BRONZE

Walgreens "Do Deo Better"

Unilever grew a typically low engagement deodorant category at Walgreens by turning confused deodorant users into re-engaged, educated shoppers elevating the benefits of Unilever products in the process. We did this by creating a needs-based segmentation that resulted in a first-ever color-coded way-finding system, allowing shoppers to be prompted, guided, advised and inspired across the entire path to purchase. Armed with information, inspired shoppers helped grow the category by 10.24%, outpacing growth in all other channels.

2016 BRONZE

Go Commando

How does the #5 toilet paper brand come from behind to claim the category’s raison d’être: getting you clean? The Cottonelle brand’s unique texture “removes more,” but shoppers thought their current toilet paper got them clean enough – and didn’t want to hear otherwise. So Cottonelle challenged people’s confidence in clean by asking, “Are you clean enough to go commando?” By changing how shoppers choose their toilet paper, Cottonelle surpassed its full-year brand equity goal in six months, boosted share by 7.3%, and leapfrogged a competitor to become the #4 brand.